Social Media Manager

1. Project Title/Role: Social Media Manager, Visit RiNo

2. Project Overview/Background:

Visit RiNo is a newly launched destination marketing initiative dedicated to promoting the RiNo (River North) Art District in Denver, Colorado. RiNo is renowned for its vibrant street art scene, craft breweries, unique culinary experiences, independent businesses, and energetic urban atmosphere.

Mission of Visit RiNo: To establish RiNo as the premier must-visit neighborhood in Denver for foodies, drink connoisseurs, “hipster” travelers, Instagram-driven individuals, and local Denver residents. We aim to achieve this by showcasing RiNo’s unique offerings and building a strong, engaged online community.

3. Role Objective:

The Social Media Manager will be responsible for developing and executing a compelling social media strategy for Visit RiNo. The primary objective is to increase brand awareness, drive engagement with our target audiences, grow our social media following, and ultimately contribute to increased visitation and support for RiNo businesses.

4. Target Audience (Social Media Focus):

  • Primary:
    • Foodies & Drink Connoisseurs
    • “Hipster” Travelers (seeking authentic, trendy urban experiences)
    • Instagram-Driven Travelers (seeking visually stunning and shareable content)
    • Local Denver Residents (seeking local experiences, events, and neighborhood information)
  • Secondary:
    • Art & Culture Enthusiasts
    • Creative Individuals

5. Key Responsibilities:

  • Social Media Strategy & Planning:
    • Develop and implement a comprehensive social media strategy aligned with Visit RiNo’s overall marketing goals and target audiences.
    • Create and manage a monthly social media content calendar, ensuring consistent and engaging posts across all platforms.
    • Stay up-to-date on social media trends, algorithm changes, and best practices.
  • Content Creation & Curation:
    • Create visually appealing and engaging social media content (photos, videos, graphics, stories, reels, TikToks) that aligns with the Visit RiNo brand voice and visual guidelines.
    • Curate and repurpose user-generated content (UGC), actively seeking out and featuring high-quality visitor content.
    • Write compelling and informative captions, utilizing relevant hashtags (e.g., #VisitRiNo, #VisitRiNoArtDistrict, #VisitRiNoEats, #VisitRiNoStreetArt).
  • Community Management & Engagement:
    • Actively monitor social media channels for comments, messages, and mentions.
    • Engage with followers, respond to inquiries, and foster a positive and interactive online community.
    • Run social media contests, giveaways, polls, and Q&A sessions to increase engagement.
    • Collaborate with RiNo businesses and artists on cross-promotional social media activities.
  • Social Media Advertising & Promotion:
    • Assist in the planning and execution of paid social media advertising campaigns to reach target audiences and drive website traffic or specific campaign goals.
    • Monitor and report on social media advertising performance.
  • Analytics & Reporting:
    • Track and analyze social media performance metrics (follower growth, engagement rates, website clicks, reach, impressions).
    • Provide regular reports (weekly/monthly) to the Marketing Manager on social media performance, insights, and recommendations for optimization.
    • Utilize social listening tools to monitor brand mentions and online conversations about RiNo.

6. Brand Voice & Guidelines:

  • Brand Voice: Authentic, Energetic, Edgy, Playful, Delicious, Visually Stunning, Local-Loving, Welcoming, Insider-y. Avoid being pretentious, overly commercial, or generic.
  • Visual Style: Focus on high-quality, visually driven content that showcases:
    • Street Art & Murals: Vibrant, close-up shots, wide perspectives, artist features.
    • Food & Drink: Mouthwatering, appetizing food and drink photography, showcasing restaurant and brewery interiors and exteriors, happy people enjoying food and drinks.
    • RiNo Vibe: Capture the unique atmosphere – industrial-chic aesthetic, street scenes, events, maker culture, people enjoying the neighborhood.
    • Color Palette: Think urban, vibrant, artistic – drawing inspiration from RiNo’s mural colors.
    • Font & Graphic Style: Modern, slightly edgy, readable.
  • Content Themes: Reinforce the key messaging pillars: Taste, Vibe, Capture.

7. Key Performance Indicators (KPIs):

  • Follower Growth Rate: Increase in followers across all key platforms (Instagram, TikTok, Facebook, Pinterest).
  • Engagement Rate: Average likes, comments, shares, saves per post.
  • Reach & Impressions: Number of unique users and total views of content.
  • Website Traffic from Social Media: Click-throughs from social media to VisitRiNo.com.
  • Use of #VisitRiNo Hashtag: Growth in user-generated content using the official hashtag.
  • Brand Sentiment: Overall positive sentiment towards Visit RiNo and RiNo Art District on social media.
  • Event Promotion Effectiveness: Social media’s contribution to event attendance and awareness.

8. Platforms (Primary Focus):

  • Primary Platforms:
    • Instagram: Visual storytelling, building community with target audiences, driving inspiration and discovery.
    • TikTok: Reaching “Hipster” and Instagram-driven audiences with short-form, trendy video content.
  • Secondary Platforms :
    • Facebook: Local community engagement, event promotion, driving website traffic.
    • Pinterest: Visually-driven travel planning and inspiration.

9. Reporting & Communication:

  • Reporting Frequency: Weekly performance reports to the Marketing Manager, with monthly summary reports.
  • Communication: Regular communication with the Marketing Manager via weekly meetings via Zoom.

10. Resources & Tools:

  • Access to:
    • VisitRiNo.com website backend (for embedding social feeds, potentially blog posting if needed).
    • Visit RiNo visual asset library (photos, videos, logos, brand guidelines).
    • Social media scheduling and analytics tools.
    • Brand guidelines document (will be provided separately).
    • Content calendar template.

11. Contact Information:

  • Reporting To: Visit RiNo Marketing Team
  • Email: Marketing@visitrino.com
  • Phone: 720-808-1114

Next Steps for Social Media Manager (Upon Hiring):

  • Initial onboarding meeting with Marketing Manager to review this project brief in detail, discuss initial strategy, and set up access to resources and tools.
  • Familiarization with VisitRiNo.com website and existing social media profiles.
  • Development of a detailed social media content calendar for the first month.
  • Initiation of social listening and competitive analysis.